During the late 1980s, fast-food restaurants were engaged in a fierce battle for the hearts and minds of children.
From Burger King to McDonald’s, it seems as though every major chain was offering some sort of special kid’s meal with an exclusive toy as its hook. Whether it was Garfield And Friends or Fraggle Rock, the allure of the kid’s meal was a rousing success – one that continues to be offered by numerous fast food franchises around the world today.
Perhaps one of the most popular and memorable tie-ins to come out of this time was the introduction of the California Raisins.
Offered by Hardee’s, and based on the characters appearing in a popular advertising campaign that was airing at the time, these small, static figurines would go on to become some of the most beloved fast food collector’s items of all time.
Let’s take a look back at the California Raisins figures…
Raisin Awareness
Looking to boost the popularity of raisins as a healthy snack, the California Raisin Advisory Board teamed up with Foote, Cone & Belding, a successful advertising agency with a list of clients that included such big names as Mazda, Mattel, Nabisco, and AT&T.
Eventually, they came up with the idea of anthropomorphic raisin characters that would sing and dance to a selection of different Motown classics. These stop-motion commercials, featuring such popular tunes as “I Heard It Through The Grapevine”, were a huge hit that quickly transformed the California Raisins into cultural icons.
Hardee’s soon saw an opportunity to capitalize on the popularity of the characters. Thus, in 1987, they partnered with the creators of the California Raisins to produce a set of toys that would be included with the purchase of every kid’s meal.
Needless to say, the move proved to be a stroke of marketing genius. The California Raisins toys were a sensation that quite literally sent fans into a frenzy.
Anatomy Of A California Raisin
Each California Raisins toy was small, measuring only about two inches tall. Made from durable PVC material, they depicted various members of the band playing different musical instruments.
Despite this simple design, they exuded charm and accurately portrayed the characters as they appeared on TV.
Many different figurines were offered and included everything from a guitar-strumming raisin to a lead singer making melodious love to a microphone. There were some in spats and some in hi-tops. There were backup singers, saxophonists, and even a break-dancer or two.
However, while the wide variety of characters was appealing, these toys were also appreciated for their quality construction. As mentioned, each California Raisins toy was made from tough plastic. Well made and sturdy, each was able to successfully withstand the rough play of enthusiastic children with minimal wear and tear. Thus, this has allowed many original examples to successfully survive the passage of time in prime condition.
Additionally, while most of this line was made up of static figurines, there were a few exceptions. For instance, the saxophonist’s arms could be moved up and down, increasing the level of playability.
Sweet Success
Yes, the Hardee’s California Raisins toys were a hit.
In addition to their popular ads, the toys also carried with them a heavy nostalgia factor harkening back to the sweet sounds of the Motown era.
Looking to expand upon the initial tie-in, Hardee’s modified their marketing campaign to also include some promotional materials featuring the California Raisins. These included everything from posters to playmates and even a cassette tape featuring their songs. Thus, the California Raisins would go down in history as more than just some passing fad, but a memorable pop culture phenomenon.
Following their run at Hardee’s, new variations of the toys would be made available through a few other fast-food franchises.
Additionally, a line of similarly scaled PVC California Raisins characters would find its way to retail for a time. This not only made the toys a hit with kids, but also collectors.
Through The Grapevine
In the years since their release, the California Raisins have become some of the most sought-after toys in history. Collectors continue to go to great lengths to acquire rare variants or complete sets, which has driven up the demand and value of these figures on the secondary market.
Nowadays, the toys continue to hold a special place in the hearts of those who grew up in the 1980s.
Granted, they may not be as big as they once were, but the characters remain a cherished part of many people’s childhoods more than three decades later. This enduring appeal not only stands as a testament to the creativity of their producers but also to the might and power of nostalgia.
Above all else, however, the California Raisins serve as a delightful reminder of a bygone era that left us far too soon!
